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When we adjust for incrementality, the profitability picture becomes clearer. Across 50+ Google lift tests: • Shopping: 2.1× iROAS • PMax: 1.8× • Search: 1.7× What stands out isn’t just who’s first. It’s that the three most intent-aligned formats rise to the top once attribution noise is removed. • Shopping converts visible, high-intent demand. • Search captures active intent at decision moments. • PMax uses automation to consolidate and scale both signals. When performance is measured causally instead of click-based, these formats separate from the rest. Get the full WorkMagic Google Ads Report here ⤵️

@Roku Our integrations center: ordnl.link/jMrfH75

Nearly half of all TV streaming in the U.S. happens on a @roku device, and WorkMagic is the leading measurement platform for understanding the incremental impact of your CTV and streaming bets. So it's only natural that we're partnering together. Today, you can bring in your Roku campaign data right into the WorkMagic dashboard for analysis. Get a comprehensive view of your entire CTV portfolio, or double-click into Roku to find out which campaigns and creatives are driving performance. If you want to learn more about our integration with Roku, visit our Integration Center or click here to get in touch with our team!

Google’s mid-funnel formats are driving traffic at some of the lowest costs in the mix. Google Display comes in at a whopping 𝟯𝟵% 𝗯𝗲𝗹𝗼𝘄 𝗮𝘃𝗲𝗿𝗮𝗴𝗲. From our benchmarks: • Display: $0.68 CPC • Demand Gen: $0.87 CPC • PMax: $1.03 CPC • Global average: $1.10 And increasingly, those clicks aren’t accidental. Google’s machine learning systems route impressions toward users showing early exploration signals — browsing categories, comparing options, revisiting related products. The result: affordable, high-probability interactions. These formats tend to sit between awareness and decision — where curiosity becomes consideration.

Google Shopping leads Google ad types (and globally) in conversion rate — and it’s not close. Across 100+ WorkMagic brands: • Shopping: 2.86% CVR • Search: 2.24% • PMax: 1.64% With the heavy lifting is already done before the click, Shopping is perfectly positioned to capture conversions — and it does it better than any other ad type. We evaluate each Google ad type against their stated objectives in our Google Ads Report — get your copy here 👇️

Google’s upper-funnel formats are some of the most cost-efficient reach in the mix. Across our dataset: • Demand Gen, Video, and Display delivered $5.30–$6.70 CPMs • ~65% lower than the global average This data comes from 100+ WorkMagic brands, normalized and benchmarked across channels. And this makes sense strategically: • These formats are built for scale and reach • Their job is to build awareness before search happens • Lower CPM = more room for creative testing + audience expansion These ad types are delivering exactly that. Learn more in our Google Report:

50M weekly visitors come to @reddit to engage with their favorite communities and get the latest news. Long considered the front page of the internet, it's a perfect place to target new audiences that are waiting to discover your brand. Now, you can also bring in your Reddit campaign data right into WorkMagic and understand how your Reddit spend is driving incremental return. See how your Reddit campaigns perform alongside the rest of your portfolio, or understand which campaigns and creatives are crushing it for you. Want to learn more about our integration with Reddit? Schedule a call with our team!

Our most data-intensive Google report yet — and it might change how you think about your ad mix. WorkMagic's 2026 Google Ads Report uses incrementality test data across 100+ eCommerce brands to benchmark each ad type separately: - Which formats drive the highest iROAS, CVR, and payback ratios - Where halo effects are largest — and how to measure them - How industries are allocating Google budgets differently Get your full report 👇️

Across our lift tests, one pattern shows up consistently: 33% of Google’s incremental impact happens outside the primary channel, with Search driving the largest halo at 50.9%. Why? Search sits at the moment of highest commercial intent. Users aren’t browsing — they’re evaluating options and preparing to buy. But in an omnichannel world, intent and checkout location are not the same thing. A high-intent user might: • Compare prices across retailers • Choose Amazon for faster shipping • Purchase where they already have saved credentials • Opt for a marketplace running a promotion Search didn’t lose the sale, but it definitely influenced the decision — incrementality testing is the only way to accurately measure that influence. Get these and other insights in our Google Ads Report ⤵️

Most brands measure Google as one channel. It's not. WorkMagic's 2026 Google Ads Report breaks down which ad types are delivering against their goals and delivering incremental revenue — so you can stop guessing and start allocating with confidence. The top performers for every objective, ranked: - Highest iROAS: Google Shopping (2.1×) - Highest halo effect: Google Search (~50%) - Fastest growing: Demand Gen (+16pp adoption) Get the full report here:

"If performance marketing is a game of chess, only looking at ROAS is like reviewing the board after the match, while looking at mROAS is evaluating after every move and asking: what should I do next?" That’s the difference between reporting and decision-making. ROAS tells you how a channel performed in aggregate. Marginal ROAS (mROAS) tells you where your next dollar should go. Many brands keep scaling channels that look healthy on dashboards — even after incremental efficiency has already started falling. You can’t see that in platform reporting. You can only see it through causal measurement. We break down why this happens and how to actually optimize spend: link in comments 👉

Retail media is a new opportunity for a lot of scaling brands, especially since it represents direct access to customers who are already shopping. That's why we're excited to announce that WorkMagic is now a Walmart Connect Partner. You can now run geo-lift tests with @walmart Connect ads and understand their contribution to sales and growth. From there, you can better understand the performance of your Walmart Connect campaigns, how they contribute to your bottom line, and most importantly, how to scale up their impact. Or in plain English: you can now use WorkMagic for guidance on how to maximize the efficiency and outcomes of Walmart Connect.